If you search for ‘#selfcare’ on Instagram on any given day, you will be immediately bombarded by over 1 million results. You’ll scroll through images of skinny white women in yoga inversions, of bubble baths and hot chocolate, of self-care journals, kits and workbooks you can click through to buy. You might, if you’re lucky, scroll past an Audre Lorde quote, pasted in an aesthetically pleasing font against a pastel background: ‘Caring for myself is not self-indulgence, it is self-preservation.’ Lorde actually followed this statement with ‘and that is an act of political warfare,’ although that part is often left out, presumably so as not to upset the corporations cashing in on our collective insecurities. Despite its origins in activism and organising, the concept of self-care has now become squarely co-opted by capital through means akin to corporate creep, and it’s little wonder why. The phrase’s popularity has exploded in recent years as inequalities have widened, capitalism’s grip has tightened, and global politics have looked extremely volatile. As people search for answers, capitalism sells them false consciousness: bath bombs and mason jars on the surface, individualism and atomisation underneath.
Eve Livingston, Make Bosses Pay: Why We Need Unions









